TRANSSION(SH:688036) Canalys·2025-02-26 09:36Core Insights - The African smartphone market is projected to grow by 9% year-on-year in 2024, driven by inflation easing, manufacturers expanding into emerging markets, and a replacement cycle following the peak shipments in 2021 [1][2] - Despite the growth potential, the market will face macroeconomic pressures in 2025, including high inflation and currency depreciation risks, with a forecasted modest growth of 2% [1][2] Market Performance by Country - Nigeria's smartphone market saw a 1% decline in Q4 2024, with a market share of 14%, as rising living costs offset holiday demand [2] - Egypt experienced a 12% growth in Q4 2024, attributed to a stable fiscal environment, but will impose a 38.5% import tax on smartphones starting January 2025 [2] - Algeria's smartphone market grew by 11% in Q4 2024 due to post-2020 economic reforms, while Morocco faced a 34% decline due to increased customs duties [2] - Kenya's market declined by 4% in Q4 2024 due to new regulations increasing operational costs for manufacturers [2] - South Africa's market saw a slight decline of 1% in Q4 2024, showing signs of recovery from previous declines [2] Company Performance - Transsion maintained a leading market share of 49% in Q4 2024, with a modest growth of 1% [4] - Samsung's shipments decreased by 17%, but its average selling price rose by 9% to $240, focusing on the mid-to-high-end market [5] - Xiaomi achieved a 22% growth, driven by market expansion in West African countries and promotional events in Egypt and Nigeria [5] - Realme experienced a significant 70% growth in Q4 2024, benefiting from expansion in North and East Africa [5] - OPPO increased investments in local production in Egypt and Turkey, indicating a long-term commitment to the African market [5] Future Outlook - The African smartphone market is expected to achieve a 2% growth in 2025, despite economic challenges, with inflation projected to decrease from 18.6% in 2024 to 12.6% [6] - The focus will remain on affordable products, with manufacturers enhancing price competitiveness and financing options to improve device affordability [6] - The complex business environment, including currency fluctuations and tax policy changes, poses significant operational challenges for companies [6]